THE PHILIPPINES AND DUBAI CONNECTION

This is how Cebu Pacific's showcase on the world's tallest building expands horizons for Philippine tourism.

- MARBBIE TAGABUCBA

An earworm has taken over Downtown Dubai in the vicinity of the Burj Khalifa. It’s a happening Saturday night, and the international crowd is humming: “Fly to Happy-py-py-py.”

At precisely 8 p.m., the world’s most iconic skyscraper projected wonders like the white sands of Boracay, the emerald hills of Bohol, and the perfect cone of Mt. Mayon onto its 2,722-foot screen, set to the tune of Cebu Pacific’s signature jingle. For three minutes, the Philippines became the center of the world, an unprecedented moment for a Filipino brand in one of the most exclusive advertising slots on the planet.

MAKING IT TO THE BURJ KHALIFA

The launch is part of Cebu Pacific’s bold expansion, led by president and chief operations officer Xander Lao. Under his leadership, the airline is growing its fleet and network at a time when competitors are

grappling with supply chain issues. “We have a unique opportunity to grow when others cannot,” Lao explains. “We’re the only airline in the Philippines able to expand this year, and we’re taking full advantage of it.”

It’s why it’s important for Fly to Happy to be more than just an ad for the carrier. “We wanted to show the world what makes the Philippines so special,” says Cebu Pacific marketing director Michelle Eve de Guzman. “Not just as a destination, but as a homecoming for the soul.”

According to lead generation company Leads Dubai, a three-minute single display between 8 to 10 p.m. on the weekend costs AED 450,000 (over P7 milion), and even then, your video has to be approved by owner Emaar Properties. Aware of the reach of these ads as the world’s most popular monument with over 17 million visits each year — and that’s not including the surrounding establishments that have a clear view of the Burj Khalifa —Cebu Pacific had to meet some guidelines. Islam is the UAE’s official religion, so clips of